Relationship between consumer knowledge, prescription drug advertising exposure and attitudes towards direct-to-consumer prescription drug advertising

Authors: Vatjanapukka, Verawoot; Waryszak, Robert

Source: International Journal of Medical Marketing, Volume 4, Number 4, September 2004 , pp. 350-360(11)

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Abstract:

This paper examines the relationships between consumer knowledge about prescription drug advertising and its regulation and consumer previous exposure to prescription drug advertising and consumer attitudes towards Direct-To-Consumer Prescription Drug Advertising (DTCA) in Australia. The authors collected usable data from 863 consumers from 25 healthcare businesses. The findings illustrate that there is a negative relationship between consumer knowledge and the level of consumer support for DTCA and that previous consumer exposure to prescription drug advertising plays a central role in consumer support for DTCA.

Keywords: advertising exposure; consumer attitudes; consumer knowledge; drug promotion; DTCA; pharmaceutical marketing, prescription drug advert

Document Type: Regular paper

Publication date: 2004-09-01

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